For several years there has been a steady and accelerating shift of ad dollars from conventional media, to online advertising.

That shift is now hitting an inflection point. Recently released reports by consultancies such as Forrester and McKinsey suggest that over the next three years, a majority of the companies they surveyed intend to continue to increase spending in digital-advertising vehicles such as paid keyword search, video ads, display ads, e-mail and more.

The most compelling reason for you to participate? In all likelihood your customers and competitors are already there!

At least two key factors driving this trend are:

1. the shift of the audience itself to online
2. the exceptional metrics available from online executions

We now have the ability to see, manage and measure every step of the electronic messaging process. We can identify Keywords preferred by discreet customer sets (and those of competitors), align and integrate them to website and paid ad copy, display the ad, and track response volume. And we can tweak every step of it in real-time. Tactical adjustments are made in hours not weeks! (Try doing that with your print campaign.)

Since its all digital, there is detailed reporting of every element, in whatever degree of detail or broad brush you need. So why the accelerating shift to online advertising? To paraphrase an old political maxim… “It’s the data stupid!” Dollars are shifting to online advertising because it’s flexible, manageable, measurable and effective!

Want to know exactly what worked and why? Get digital.

If you need to get your Direct Mail message delivered to Investors, if results matter, then you absolutely have to call us today for a list recommendation.

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This entry was posted on Tuesday, July 14th, 2009 at 8:30 am and is filed under Direct Mail Information. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.